'Bitter is better' in growing fermented beverage market

Vegetable-based, fermented, and animal-based beverages are all rising players in the savory drinks category as consumers look for simpler, more convenient ways to achieve their nutrition goals. "Convenience plays a huge role in food and beverage sales, so being able to achieve your nutrition goals while on-the-go draws consumers to nutrient-dense beverages of all kinds," Ilana Orlofsky, marketing coordinator at Imbibe, told BeverageDaily.